I grew up in the church and by my calculation I’ve heard 10,931 church announcements, or thereabouts. I only remember one of them. Why did I only remember that one? Before I give you the answer, I must confess that for me announcements are often the most boring part of a service, yet mostly necessary. I’ve felt more stress from having to give them than when I’ve had to speak. I dislike giving announcements. I guess I don’t like them because I sometimes see most people’s eyes glaze over during announcement time. So why did I remember the one I referred to?
It happened when I served in California over ten years ago. I took a staycation and visited a few local churches since I didn’t have to attend my church the Sunday of that week. One church I visited met in a simple warehouse. About ten minutes into the service a man walked on stage with a microphone in one hand and a hotdog in another. He made a couple of announcements between bites. Then another guy walked up on stage with a mike and a hotdog. They began a dialogue about the church hotdog cookout that followed. I’ll never forget that creative announcement. Even as I write this post I’m getting hungry for a hotdog.
Although these two guys probably didn’t have the brain in mind when they made that announcement, they illustrated a basic rule of attention. The brain pays attention when expectations get violated. I expected the normal talking head to make announcements. But my brain was made more attentive because what I expected didn’t happen.